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Conducting a Customer Experience Audit: Beyond the Web

At Fell Swoop, our primary focus is in designing the user experience of websites, applications, and interactive products, but user interface design is really only one facet of what we are considering on a daily basis. In a recent audit conducted for Clear.com, we analyzed the end-to-end experience of a prospective customer shopping on the website, the unboxing experience after they’ve received the product, and the continued use of the account and support websites post-purchase. When designing an ecommerce website, the shopping, configuration, and checkout processes are obviously critical, but the unboxing experience and the account setup and bill paying experience are equally important. All of these touch-points shape the customer’s perception of a company; its brand. Audits such as this help us uncover opportunities to improve the overall experience, on the website and beyond.